Calling The Shots

If you're a homebased entrepreneur who conducts most of your
selling and marketing by phone, you might want to keep this column
right up there next to the Chinese takeout menu. Even if you think
you give good phone, stellar seller Art Sobczak points out that
"many folks sell by throwing things against the wall and
seeing what sticks"-and we don't mean the receiver or chow
mein noodles.

One of the hallmarks of poor preparation for a cold call is
nonexistent or inadequate questioning. You lose credibility in the
listener's mind when you ramble foolishly on about what
you'd like to sell rather than what the listener might be
interested in buying. Usually, the prospect then channels all their
energy into thinking of reasons why he or she should get you off
the phone. However, you can turn things around by mapping out your
questions before your call.

Make three columns on a piece of paper. In the left-hand column,
write down all your product or service's benefits. Label the
middle column "Needs Filled/Problems Solved," and for
each corresponding benefit, write down what customer need or
problem it satisfies. Label the third column "Questions to
Ask." For each need or problem, jot down a question that would
determine whether that situation existed. Obviously, you can't
script out an entire call; there are too many possible ways the
conversation could branch. But you can be prepared by brainstorming
every possibility beforehand.

You can also improve your perception of your prospects'
needs by getting them to "think about the pain." If they
tell you they waste time now, ask how much. If they're losing
money, ask for the figure.

Finally, clarify the fuzzy phrases. For example, if a prospect
says, "We'll think about it. Let's stay in
touch," counter with, "Does 'stay in touch'
mean I should call at a certain time?"